are you really listening? are you listening? · 2018-12-03 · what can social listening tell us?...

Are you listening?Are you really listening?

Introduction

Rob Armstrong-Haworth

Higher Education Lead (UK and Ireland)

@HootArmstrong

#OneWebFestival

@HootArmstrong

Social Media Handbook - 10 Principles

➔ User needs first ➔ Always add value ➔ Be authentic ➔ Start a conversation and keep it going ➔ Be respectful ➔ One size doesn’t fit all ➔ Good data leads to good decisions ➔ Use it or lose it ➔ Always have a failsafe ➔ Personal data is sacred

Why does social listening exist?

15 years agoSkype, Facebook, YouTube, Reddit, Twitter, Tumblr, Dropbox, and Instagram didn't exist.

25 years agoThere were only 130 websites in total

35 years agoThere was no internet

#NYKCONF

10 years ago

#NYKCONF

Today

Why do brands need help?

What can social listening tell us?

Instagram Hashtags

1. You can’t react if you don’t know2. Be quick to acknowledge3. See it from their point of view4. Take it out of the spotlight5. Say sorry when it’s your fault6. Keep track7. Don’t feed the social media trolls8. Talk the talk and walk the walk

https://www.salesforce.com/uk/blog/2016/08/8-ways-to-deal-with-negative-social-media-comments.html

Beware the Troll: 8 Ways to Deal With Negative Social Media Comments



Keyword Searches

Emotion

Top Themes

Popular Hashtags

Global Conversations

Interests

Philosophy - UK - Individuals

What can we achieve with social listening insights?

USA - MO

USA - NV UK - LDN

CANADA - TOR

ESP - BARCAUSA - TX

USA - MO

USA - NV UK - LDN

CANADA - TOR

ESP - BARCAUSA - TX

25% more clicks

Recruitment: University of Salford

Key goals:

More precisely target prospective students through listening and increase their ability to handle incoming requests from prospects via assignments and teams.

Results:

They tripled the number of incoming inquiries over social and more than doubled the speed with which they could handle incoming messages.

Advocacy: Purdue University

Key goals:

Meet Alumni donation goals using a coordinated series of social campaigns with engaging content targeted at advocates to drive smaller donations .

Result:

They shattered their goals by using targeted social campaigns, with over 15,000 donations totalling 28.3+ million in under 24 hours in 2017.

The challenge…

AcademicsResearch Student Life AlumniEnrollment

The Social Student Journey.

75% of students research schools on social

35% of admission officers use social to vet applicants

98% of students engage social for school activities

75% of Faculty say social is being used by students for classroom work

80% of alumni orgs report that social is a top 3 engagement & development tool

SNAP

Sources: Uversity.com, Experian Simmons, Kaplan Test Prep, Hannover Research, Pew Center, 2016

Today’s fragmented customer journey

VANITYMETRICS

Objective: Understand your company’s business objectives and map your social KPIs to support them.

Result: A Strategic Measurement Framework for your social program

New customer journey enables a lot of potential for CX

AE

EDR Support team

3rd party sites

Viral email

Social

PRPrint

Word of mouth

Online ads

Search

Landing page

Pitch

Web

App store How-to video

Chat

Community

Case study

Newsletter

Education

Services &Solutions

New products

DIGITAL

PHYSICAL

SMC CSMs

Retail & CPG

-Sales revenue-Newsletter signups-Sentiment-Repeat purchasing-Brand Awareness

Finserv

-Signups-Downloaded Research-Event registration

Telco

-Subscriptions-Purchases-CSAT-Sponsorships

“We want to increase positive brand mentions next quarter by 15%”

“150 MQLs at <€40 each this FQ”

“Recruit three new account executives by March at <£200 per interviewee”

Conversion

Intent

Conversation

Consumption

Affinity

Awareness

Traditional Marketing Funnel

Number of times your brand is seen

Number of times brand content is liked or audience growth

Number of times brand is interacted with

Number of times brand is discussed

Number of online store visits or link clicks

Number of times a purchase is made or registrations

Primary social marcomms metrics

Your Company’sBusiness Goals

Increase awareness amongst

applicants

Grow interest from new students

Build a positive reputation

amongst students and/or applicants

Drive website traffic

Drive attendance to recruitment

events

Improve rankings

Goals & Targets “By A%” “By B%”“Improve NPS by

C%”“X% increase via

social” “Y% increase” “Z improvement”

Social marcomms KPIs Awareness Intent Affinity Intent Conversion Affinity

Primary social marcomms metrics Share of voice Brand mentions

Views, mentions, comments

Traffic from social

Bounce + new vs returning*

Link clicksApplications

Survey completions

Social Media Handbook - 10 Principles

➔ User needs first ➔ Always add value ➔ Start a conversation and keep it going ➔ Be authentic ➔ Be respectful ➔ One size doesn’t fit all ➔ Good data leads to good decisions ➔ Use it or lose it ➔ Always have a failsafe ➔ Personal data is sacred

Questions?

Thank you

Higher Education Lead (UK and Ireland)@HootArmstrong

Rob Armstrong-Haworth

are you really listening? are you listening? · 2018-12-03 · what can social listening tell us?...

Documents